| Theorist | What does it mean (in your own words) | How does it apply to the advert (in your own words) |
| Equilibrium | Start-middle-end, starts and ends in equilibrium, spikes 1 way in the middle then balances out again in the end. | Influencers are just finding their room, then the product’s brought out and the butler puts it on and gets ‘glamed up’, less excitment more calm |
| Binary Opposition | Always a conflict/opposition in a story. this helps the receivers of the image to come to a conclusion (usually to agree with the message given), because humans like to think and if it was just 1 way then they’d probably be put off of the idea. | -Boring butler life – happy + excited – Plain room (white walls) – Gold product |
| Character Types | There’s always the same TYPES of character (person or thing) in every moving image, eg hero, villain, victim |
Character type relation to advert:
Hero – Influencers (MannyMua + Shayla), Mascara – (product), it makes you feel like a boss and and feel better about yourself
Villain – Money (expensive luxury product)
Victim – Butler – Watching influencers enjoying themselves whilst he’s just doing his job, could fall victim to popularity (following the crowd)
